Table of Contents
- Introduction
- The Power of Sports Tentpole Events
- The Rise of Out-Of-Home Advertising
- The Underutilized Potential of Influencer Marketing
- Integrating Influencer and OOH Strategies
- Measuring Success: ROI and Beyond
- Conclusion
- FAQs
Introduction
Wimbledon transcends the realm of tennis, embodying a unique blend of tradition, prestige, and global allure. The championships bring more than strawberries and celebrity sightings—they deliver a prime opportunity for brands to engage diverse audiences via marketing. While global spectacles like the Olympics and Euros dominate the spotlight, Wimbledon remains a quintessential platform for brand visibility.
Driven by massive viewership and cultural significance, Wimbledon has become a focal point for innovative marketing strategies. This year, brands are sharply focused on influencer marketing and Out-Of-Home (OOH) advertising to capture attention. This post delves into the marketing dynamics surrounding Wimbledon, exploring how brands leverage these strategies to enhance engagement and drive results.
The Power of Sports Tentpole Events
Sports events, particularly tentpole occasions like Wimbledon, serve as catalysts for rising ad spend. Reports from IPG’s Magna and GroupM indicate that such events substantially contribute to the year's advertising expenditures. The allure lies in their massive reach, drawing in not only sports enthusiasts but also casual viewers, creating prime opportunities for brand exposure.
At Wimbledon, the mix of live spectators, TV audiences, and social media interactions creates an expansive reach. According to ESPN, the U.S. broadcaster for Wimbledon, advertising revenues have surged by 7%, driven by commitments from traditional sponsors and a surge of new entrants, including Bose and Nutraceutical Wellness.
The Rise of Out-Of-Home Advertising
Why OOH Matters
Out-Of-Home (OOH) advertising remains a cornerstone for brands aiming to maximize visibility during Wimbledon. OOH placements near the event venue significantly enhance brand recall among attendees. Even brands with more limited budgets find OOH to be an effective strategy, leveraging it for reactive and localized advertising.
Strategic OOH Placements
Steve Cox, marketing director at JC Decaux U.K., emphasizes the value of strategically located OOH inventory. Properties near railway stations and roadside billboards around Wimbledon are highly sought after. These placements offer dynamic, programmatically controlled screens, enabling brands to craft real-time, contextually relevant messages.
The adaptability of programmatic OOH has driven substantial growth for the segment, doubling each year over the past four years. This surge is partly due to brands capitalizing on pivotal moments during the tournament, such as local player victories. The flexibility in programmatic OOH allows brands to respond dynamically and resonate more deeply with viewers.
The Underutilized Potential of Influencer Marketing
A Growing Investment
Influencer marketing is projected to hit $24 billion by 2024. However, it remains underutilized at Wimbledon. James Hacking, founder of Socially Powerful, points out that past opportunities have been missed by sponsors who failed to leverage influencer marketing effectively.
Content Creation Beyond Tournament Walls
Wimbledon offers a unique canvas for influencer marketing, especially given its cultural and social media appeal. According to Mae Karwowski of influencer agency Obviously, influencers can engage audiences by highlighting tennis fashion trends or the "tenniscore" aesthetic popular on TikTok. This form of marketing democratizes the Wimbledon experience, making it accessible to broader audiences who might not attend in person.
Notable Campaigns
Examining successful influencer engagements at other tennis events, like the U.S. Open, reveals promising strategies. Grey Goose and Amex have adeptly capitalized on influencer activities, promoting signature cocktails and exclusive lounges, respectively. These campaigns demonstrate the potential for memorable, shareable content that resonates with audiences.
Integrating Influencer and OOH Strategies
Combined Impact
Combining influencer marketing with OOH can enhance the overall impact of a campaign. For example, a coordinated effort where influencers share their experiences at strategically placed OOH advertising spots can amplify message reach and engagement. The combination leverages the strengths of both traditional advertising and contemporary digital strategies.
Case in Point: Evian's Campaign
Evian's campaign, prominently featuring British tennis star Emma Raducanu in OOH ads, exemplifies this integration. The campaign not only utilizes physical advertising spaces but also leverages Raducanu's social media influence, creating a cohesive and far-reaching brand message.
Measuring Success: ROI and Beyond
Brand Exposure and Sentiment
For brands, measuring the return on investment (ROI) for these campaigns involves various metrics. Broadcast exposure, social media impressions, and general media coverage remain critical markers. Working with analytics firms like Nielsen and Hookit allows brands to quantify exposure value and gauge campaign effectiveness.
Sentiment Analysis
Beyond exposure, brands are increasingly interested in changing audience sentiment and intent. Global brand surveys help ascertain if sponsorships enhance brand perception and influence purchase behavior. For instance, understanding if consumers are more inclined to spend with a sponsor post-engagement provides valuable insights into campaign success.
Conclusion
Wimbledon's iconic status offers an unparalleled platform for brands to innovate and captivate. By blending OOH and influencer marketing strategies, brands can create memorable, impactful campaigns that resonate with the event's diverse audience. As marketing trends evolve, these strategies will continue to adapt, providing valuable lessons on leveraging cultural moments for brand success.
FAQs
Why is OOH advertising effective during Wimbledon?
OOH advertising is effective due to its high visibility and strategic placement around the event venue. It targets both local attendees and fans following the tournament, offering real-time, programmatic messaging capabilities that enhance relevance and engagement.
How can brands leverage influencer marketing at Wimbledon?
Brands can partner with influencers to create engaging content that appeals to the social media-savvy audience. Leveraging trends like "tenniscore" and focusing on tennis fashion can create relatable and shareable content, democratizing the Wimbledon experience.
What metrics are essential for measuring campaign success at Wimbledon?
Key metrics include broadcast exposure, social media impressions, media coverage, and sentiment analysis. These metrics help brands understand their reach, impact, and the shift in audience perception and intent toward the sponsor.
